CEUTA HEALTHCARE’s GB TEAM

CHRIS WEBSTERSENIOR COMMERCIAL CONTROLLER

ANN MEHERSCOMMERCIAL MANAGER

CEUTA HEALTHCARE• Private company founded in 1994• Focus on health related products• Sales and Marketing• Ceuta Healthcare International Alliance• 180 employees

UK RETAIL MARKET OVERVIEW

STORE NUMBERS:

GROCERY SHARE:

H&B SHARE:

MED CONF SHARE:

FF MARKET SHARE:

GROCERY MULTIPLES

6,800

78%

45%

33%

31%

CHEMIST

14,400

1%

40%

28%

24%

DISCOUNT RETAIL

2,050

6%

10%

8%

11%

GROCERY IMPULSE

44,760

15%

5%

31%

33%

5

+3.3%

UK IN MARKET SALES VALUE BY SECTORYTD Invoiced Sales Value: 2010 vs 2011

GROCERY MULTS GROCERY IMPULSE CHEMIST DISCOUNTERS£0

£100,000

£200,000

£300,000

£400,000

£500,000

£600,000

£700,000

£800,000

£900,000

20102011

-3.0%

+5.5%

+42.6%

FF Invoiced Sales Value: +5%Medicated Confectionery Market: +2.9%

FISHERMAN’S FRIEND vs COMPETITORS Value Sales

Source: Nielsen 52 wks March 2012, Total GB

38%

13%5%

36%

8%

53%

18%

13%

6%

10%

Series1

UK IN MARKET SALES BY FLAVOUR

75%

8%

6%

6%

3%

74%

8%

7%

6%3%

1% 1%

RED

PURPPLE STRIPE

GOLD

CHERRY STRIPE

GREEN STRIPE

BLUE STRIPE

LEMON STRIPE

Ex-UDG 2011

OXS: The clear no.1 SKU Blackcurrant: 2012/13 drive flavour

8

UK IN MARKET SALES IN LOF OUTERS

2005 2006 2007 2008 2009 2010 2011 EST 2012

200,000

220,000

240,000

260,000

280,000

300,000

320,000

340,000

360,000

380,000

-2.9% -4.5%

+9.9%

+8.9%

0% +1.5%+4%

Sales Volume growth from 2007:

+23%

+75,000 LOF’s

NATIONAL TV SUPPORT SECOND HIGHEST SUPPORT IN THE CATEGORY

• Fisherman’s Friend TV creative appeared on Adwatch in the top 20 recall list• Fisherman’s Friend planned TV presence in 2012/2013, possibly

sponsorship

Fisherm

an's Frie

nd

JakemansTunes

Halls Mentholyptus

Halls Soothers

Strepsils

Lock

ets

-30%

-20%

-10%

0%

10%

20%

30%

+12%

-14%

+20%

-28%

+2.5%

*Source: Nielsen March 2012, Symbol Impulse, 12 w/e 03/03/12 Val

+2.0% +2.0%

FISHERMAN’S FRIENDTHE FASTEST GROWING BRAND IN GROCERY MULTS

-28%

-14%

Source: Nielsen March 2012, Grocery Mults, 12 w/e 03/03/12 Volume

Note: Market in decline by 4%

Convenience Format Stores:Fastest growing brand: +18% YOY*

Note: Market flat over this period

OTHER SUPPORT ACTIVITIES

SALES & PROMOTIONAL ACTIVITIESIn Grocery ImpulseIn Chemist

2012 in-market sales value target

= £2.6m +4% YOY

Note: overall medicated confectionary market is in

decline by 4% YOY

SECTOR GROWTH STRATEGIES

DRIVE BLACKCURRANT DISTRIBUTION

CATEGORY MANAGMENT

APPROACH

DISTRIBUTION DRIVES IN TO

IMPULSE LOCATIONS

COMPETITION LINKED

QUESTIONNAIRE

FREE PRIZE DRAW

BRAND HERITAGE DRIVE

2012 in-market sales value target

= £2.6m +4% YOY

Note: overall medicated confectionary market is in

decline by 4% YOY

SECTOR GROWTH STRATEGIES

DRIVE BLACKCURRANT DISTRIBUTION

CATEGORY MANAGMENT

APPROACH

DISTRIBUTION DRIVES IN TO

IMPULSE LOCATIONS

COMPETITION LINKED

QUESTIONNAIRE

FREE PRIZE DRAW

BRAND HERITAGE DRIVE

DRIVE BLACKCURRANT DISTRIBUTION

2012 Sales Target:+59% vs 2011

2012 in-market sales value target

= £2.6m +4% YOY

Note: overall medicated confectionary market is in

decline by 4% YOY

SECTOR GROWTH STRATEGIES

DRIVE BLACKCURRANT DISTRIBUTION

CATEGORY MANAGMENT

APPROACH

DISTRIBUTION DRIVES IN TO

IMPULSE LOCATIONS

COMPETITION LINKED

QUESTIONNAIRE

FREE PRIZE DRAW

BRAND HERITAGE DRIVE

CATEGORY MANAGEMENT APPROACH

2012 in-market sales value target

£2.6m +4% YOY

Note: overall medicated confectionary market is in

decline by 4% YOY

SECTOR GROWTH STRATEGIES

DRIVE BLACKCURRANT DISTRIBUTION

CATEGORY MANAGMENT

APPROACH

DISTRIBUTION DRIVES IN TO

IMPULSE LOCATIONS

COMPETITION LINKED

QUESTIONNAIRE

FREE PRIZE DRAW

BRAND HERITAGE DRIVE

DISTRIBUTION DRIVE INTO IMPULSE SECTORS

GARAGE FORECOURTS GROCERY CONVENIENCE

2012 in-market sales value target

= £2.6m +4% YOY

Note: overall medicated confectionary market is in

decline by 4% YOY

SECTOR GROWTH STRATEGIES

DRIVE BLACKCURRANT DISTRIBUTION

CATEGORY MANAGMENT

APPROACH

DISTRIBUTION DRIVES IN TO

IMPULSE LOCATIONS

COMPETITION LINKED

QUESTIONNAIRE

FREE PRIZE DRAW

BRAND HERITAGE DRIVE

CHEMIST: QUESTIONNAIRE LINKED COMPETITION

GROCERY IMPULSE: FREE PRIZE DRAW

2012 in-market sales value target

= £2.6m +4% YOY

Note: overall medicated confectionary market is in

decline by 4% YOY

SECTOR GROWTH STRATEGIES

DRIVE BLACKCURRANT DISTRIBUTION

CATEGORY MANAGMENT

APPROACH

DISTRIBUTION DRIVES IN TO

IMPULSE LOCATIONS

COMPETITION LINKED

QUESTIONNAIRE

FREE PRIZE DRAW

BRAND HERITAGE DRIVE

2012 IS AN IMPORTANT YEAR IN THE UK

FISHERMAN’S FRIEND: A BRITISH HERITAGE BRAND SINCE 1865DEVELOPED BY A CHEMIST IN 1865

PRODUCT IN LIQUID FORMAT IN A BOTTLE FOR FISHERMAN AT

SEA

FROM LIQUID TO LOZENGES

SOLD OUT OF VANS IN LANCASHIRE

FACTORY SIZE: 600K SQ FTNOW SOLD OVER 100

COUNTRIES WORLDWIDE WORLDWIDE SALESAWARD WINNING

BRAND

GLOBAL BRAND

UK SALES 4% OF TOTAL

WORLDWIDE SALES

3 TIMES QUEEN’S AWARD TO INDUSTRY FOR EXPORT ACHIEVEMENT

DOREEN LOFTHOUSE RECEIVES OBE AWARD

2012 WILL BECOME AN EVEN STRONGER YEAR FOR UK HERITAGE

THANK YOU